By their advertising they shalt be known

50-plus magazines are not attracting enough brand advertising. If it wasn’t for L'Oréal the situation would be dire.

So who is advertising in the main UK 50-plus magazines and what does it tell us?

Heyday (a commercial venture by Age Concern) is not attracting much advertising. This might be due to a host of reasons but there is no getting away from the fact that it is definitely advertising-lite. Saga and Yours are doing a lot better at attracting off-the-page and UK company product advertising.

A few brand ads from Peugeot, Ford and Bose but if wasn’t for L'Oréal then this type of advertising would be embarrassingly sparse in each of magazines.

The bottom line is that most of the advertising is age and product specific. Global brands are either capturing the 50-plus eyeballs elsewhere or have yet to understand the importance of this market.

If you want to read the full analysis then look at my latest article: By their advertising thou shalt know them. Dick Stroud